International online retailer ASOS is being celebrated for featuring models with stretch marks on its website rather than airbrushing the “imperfections” out.
The Britain-based megastore is the latest in a string of clothing companies who have foregone Photoshop when shooting their advertising campaigns or look books.
The response to ASOS’s all-natural imagery was, of course, overwhelmingly positive.
“@ASOS thank you SO much for not getting rid of her stretchmarks, she’s stunning & this will help girls embrace theirs, I am!” one Twitter user commented.
“Asos not editing out girl’s stretch marks on their swimwear photos is giving me so much life, look how beautiful they all are,” another wrote.
Asos not editing out girl's stretch marks on their swimwear photos is giving me so much life, look how beautiful they all are😍 pic.twitter.com/VxMjc4OQg6
— Leah Tudor (@leahtudorx) June 28, 2017
But it’s worth pointing out the stretch marks movement has been afoot for some time now.
Back in 2015, American model Chrissy Teigen set social media on fire when she shared a very honest photo of her bruised and stretch mark-covered legs to Instagram.
“Stretchies say hi!” she captioned the photo.
The 31-year-old was surprised by the response to her impromptu photo, saying, “I think we forgot what normal people look like now”.
A post shared by chrissy teigen (@chrissyteigen) on
Earlier this year, Rapper Kendrick Lamar made an impassioned plea for more imperfections with his hit song Humble.
“I’m so f***in’ sick and tired of the Photoshop,” he rapped. “Show me somethin’ natural like a** with some stretch marks.”
In the music video for the song he featured a model with stretch marks.
Perhaps the most surprising advocate for stretch marks is US lingerie company Victoria’s Secret, which is infamous for casting super thin, seemingly flawless models.
In late 2016, however, the company released behind-the-scenes photographs of one of its models, Jasmine Tookes, proudly flaunting her thigh stripes.
Women on social media agreed the images were “so comforting”.
These unretouched photos of Jasmine Tookes make my LIFE. Stretch marks and imperfections are real, normal and BEAUTIFUL! pic.twitter.com/0mRWqXHYmO
— nidsy. (@MizHafHaf) November 29, 2016